When your future guests complete their booking, you can tell immediately if they are existing customers (you can tell even before the booking, if you have installed a social login on your website, for example). If this is the case, schedule a slightly different confirmation email template from the one sent to your new customers, telling them that you are happy to see them again. If you have stored the information in your CRM/CDM, you can also provide them with their list of preferences from their previous stay to confirm any changes with them and ensure that you are well-prepared for their stay. And if you are welcoming a new customer, send them a confirmation email, introducing them to your various services, for example! As soon as you get a reservation, you can see the advantage of using a tool that goes further than a classic CRM (Customer Relationship Management). With a Central Data Management tool, or CDM, you can centralise and maintain the information contained in your various systems: CRS, PMS, etc. This way, you can immediately adopt a personalised approach for each customer, easily.